#13: Growth in Uncertain Times: Jane Crisan on Leading Rain the Growth Agency

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Mar 17, 2025

Jane Crisan, CEO of Rain the Growth Agency, shares insights from her extensive background in digital marketing and leadership. She discusses how independent agencies like hers are thriving amid market uncertainty by integrating creative and media strategies. Jane highlights the importance of technology in driving client growth and the agency's performance-driven approach. Alongside co-hosts, she delves into client relationships in advertising, the challenges of navigating industry changes, and the transformative role of AI in marketing.

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ANECDOTE

Jane's Career and Rain Agency

Jane Crisan grew from leading digital at holding companies to CEO of Rain, a female-led independent agency in Portland.
Rain evolved from a DRTV creative and media powerhouse to a full-service growth agency with 250 employees nationwide.

INSIGHT

Power of Creative-Media Integration

Integration of media and creative delivers the most powerful client outcomes according to Jane Crisan.
Rain maintains a strong point of view on creative effectiveness even when not producing it in-house.

ADVICE

Advocate Creative-Media Collaboration

Start every client engagement clarifying the link between media and creative impact on growth.
Continuously advocate an integrative approach even if clients use separate creative agencies.

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Jane Crisan, CEO of Rain the Growth Agency, joins co-hosts Olivia Morley and Brian Wieser to discuss how independent agencies are navigating market uncertainty, balancing media and creative, and leveraging technology to drive client growth.

Jane shares her journey from leading digital practices at holding company agencies to taking the helm at Rain, a Portland-based, female-led independent agency. She talks about Rain’s performance-driven approach, the importance of integrating creative and media strategies, and how the agency’s proprietary technology infrastructure supports speed and agility in today’s complex environment.

Plus, Olivia and Brian discuss Coca-Cola’s media account shift to Publicis, Havas’ Q4 earnings and M&A strategy, the FTC’s second request in IPG/Omnicom’s merger review, and what WPP’s plans to break up Kantar signal for the future of market research.

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Agency Business works with sponsors, but it’s not pay-to-play. We consider guests who are decision-makers at the highest level of their agencies. We’d love to feature more women and leaders of color—if that's you or someone you know, please reach out:

📩 Brian at brian@madisonandwall.com

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Explore Our Other Podcasts:

📊 The Madison and Wall Podcast – Brian opens up about his latest work—plus crucial economic, financial, and industry trends.

🎬 Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.

A Note From Our Sponsor

This episode is sponsored by Ebiquity.

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